The New York Times is exploring U.S.-based subscription bundle partnerships to accelerate growth in its digital subscriber base, as Sara Fischer of Axios reported. This follows a strategy it’s successfully employing internationally with publishers like El País in Spain and Corriere della Sera in Italy. The focus in the U.S. is on bundling access to The Times’ non-news offerings, such as its subscription-based cooking, games, and sports content, in the hopes of attracting subscribers from smaller digital publishers.
Recently, The Times pitched a partnership to The Ankler, a Hollywood-focused digital news startup, which would have provided The Ankler’s subscribers access to NYT Games. While this deal did not come to fruition, it offers insight into the approach The Times is considering for its U.S. market. The initiative also signals the company’s commitment to growing its portfolio of subscription products, such as the 2022 acquisition of The Athletic, by leveraging partner deals.
As of Q3 2024, The Times boasts over 11 million subscribers, 10.5 million of whom are digital-only. The company aims to reach 15 million subscribers by 2027, and partnerships like these could be key to hitting that target. According to its latest earnings report, bundles that offer access to multiple subscription products have been a profitable segment, with these subscribers driving a 7.5% higher average revenue per user (ARPU) than single-product subscribers.
INSIDER TAKE
The New York Times’ exploration of U.S. subscription bundle partnerships is a strategic move designed to accelerate subscriber acquisition while diversifying its revenue streams. By focusing on its lifestyle products like cooking and games, The Times is tapping into a broader consumer interest beyond traditional news consumption. This bundling approach echoes trends in the broader subscription economy, where companies are increasingly offering multi-product bundles to increase engagement and boost average revenue per user (ARPU).
This strategy also signals how The Times is positioning itself as a comprehensive lifestyle brand, not just a news outlet. This aligns with the broader trend of content diversification within subscription models, where companies are offering specialized products in areas like sports, entertainment, and personal finance to increase subscriber loyalty.
For other media companies, The Times’ move could serve as a benchmark. As the subscription market becomes more saturated, partnering with complementary publishers could help expand audience reach without the need for a massive in-house content expansion. The Times is not alone in exploring this path—companies like Reuters and Gannett are also exploring bundled offerings to maximize their subscriber value across different verticals.
In the ever-evolving subscription landscape, these partnerships could be the key to unlocking greater success. By embracing the multi-product subscription model, The Times is not only enhancing its content offering but also improving its ability to monetize a larger, more diverse audience. This is a play that many in the subscription industry will be watching closely as it unfolds.